The ideal customer journey is, well, idealistic. We can plan for it, of course, but when it comes to putting your campaign out there into the real world, chances are not one of your prospects fits the model entirely. So, what you need is adaptation, that ability to recognise what’s happening and ensure you have a plan B and a plan C. We call it flattening the funnel, recognising when opportunities are really that, sifting out the dreamers causing a distraction and getting sales teams focused on a real marketing output that they feel confident they can convert into business. Simple in practice, but takes energy, expertise and experience to deliver.